Chapter 57 Marketing point of view Is Chinese enterprise management or operation?

Most companies in China are operating, not operating.Operations pay attention to overall consideration, there is tension and relaxation, and compliance with the rules of the game; while operations pay attention to making money quickly, fighting wits without fighting strength, and winning by odds.Just like the ancients fought in war, some of them reported their names by name, and then "fighted for three hundred rounds" after clasping their fists and saluting;Although these are all for the purpose of defeating the enemy, they are not taking the same route. Why do so many people operate enterprises in China today instead of running enterprises?There are roughly three reasons for this: one is that they lack vision, knowledge and strength, so they pursue the trick of "four or two tricks"; Now, honestly doing business can't make money, so I "take this bad policy".

There are currently many examples of success achieved through operations.There are two types of methods commonly used by these enterprises: one is to mislead money, and the other is packaging.The first category is usually changing money, and the second category is usually selling products.In terms of specific means of operation, there are ten commonly used techniques: ① advertising bombing; ② manipulating the media; ③ conceptual warfare; ④ sensational effect; ; ⑩ suggestive therapy.Below we break down one or two. Funds are the blood of an enterprise, so misappropriating money has become the "main business" of some enterprises.There are too many reports on this kind, and we will now mainly study the examples of packaging.There are various methods of packaging, whether it is celebrities, publishing books, or falling in love, they all pay attention to packaging.The packaging of the enterprise is at the pinnacle, with a high degree of proficiency.We might as well take the corporate behavior of Nongfu Spring as an example to explain how to operate the company (first statement: Nongfu Spring is the best planning company in China, this is just an example, and there is no criticism).

1. Follow the strategy.There are two main products of Nongfu Spring, health care products and drinking water.Who is the leading enterprise in my country's water market?It must be Wahaha and Robust.So how do you catch up, shoulder-to-shoulder, or outrun them? Nongfu Spring adopted a method similar to "Wang Shuo scolded Lu Xun", borrowing a boat to go to sea and becoming famous by taking advantage of the situation.It did not mechanically compete for strength and fight positional warfare, but "carried forward" Chairman Mao's guerrilla warfare of "when the enemy advances, we retreat, when the enemy retreats, we pursue, when the enemy is stationed, we harass, and when the enemy is tired, we fight".It first launched a set of experiments (the experiment has not yet ended, and has not been recognized by the national authority), and at the same time solemnly pointed out: pure water is not as good as natural water. For the sake of human health, we do not produce pure water, but only natural water.In China's water market, pure water occupies an absolute dominant position, which makes it stand out from the crowd.And when it comes to the water market, it is inseparable from it, and it is an image of a lonely and tenacious fighter-although the power is weak, he is determined to fight the huge "evil forces" to the end.

2. Bombing effect.Being able to continuously create some news is one of the important ways for a company to increase its popularity, and the same is true for Nongfu Spring.In the early days of the production of "Duoer" capsules, there were a series of selection activities, which attracted countless beautiful ladies to "bow down".During the production of "Guibie Pills", some activities such as donating medicines are often held to "coax the place".This time, the unilateral suspension of the production of purified water is even more news. The introduction of "Little Scientists" to let elementary school students raise goldfish is "popular science" news, and the continuous holding of press conferences and symposiums is news in the news.It even had to go to court with the national department (National Food Industry Standardization Technical Committee), and the committee was furious and scolded "arrogance and arrogance". This is even more explosive news.With such a series of news, can the media sit still?So follow up.The company made a private calculation at this time, good guy, it saved several million!So it's okay to have fun.It is precisely because of the continuous release of news events that the popularity of the company has risen rapidly.

3. Manipulating the media.Spontaneous media reports sometimes produce a variety of opinions, some of which will be contrary to the original intention of the company, so some blood will be drawn if necessary.The commonly used method is to make some advertisements in the media, and then attach some conditions, such as "don't say anything against us".A small number of media can't stand the temptation of advertising and often compromise, but for journalists who dare to express "alternative" views, companies will have the courage to say "no". For example, when Nongfu Spring held a symposium in Guangzhou on June 15, 2000, it shut out those who held different opinions. This is a bit like the line in an American police film: "You can keep silent..." How to make the media only praise but not scold is also a science, which is a skill that most of our entrepreneurs cannot master.Nongfu Spring is very clever in dealing with the media, sometimes praising it, sometimes ridiculing it, and sometimes interrupting and avoiding it.These can be clearly heard from the on-site answers to reporters' questions at the symposium.

4. Advertising bombing.In fact, this is not a new trick. The reason why a product is advertised is because its brand awareness, reputation, and loyalty have not yet been established.In this case, the effect can only be produced through intensive advertising.Today's companies often apply the three-high model of "high pricing, high advertising, and high profits."Nongfu Spring has not entered the water market for a long time. In order to survive and expand, it chose this path without hesitation. 5. Conceptual warfare.This should be a relatively ingenious tactic, and its brilliance lies in opening up a "new front", and in this new field no one can compete with it, or create a selling point that will make you unconsciously produce desire to buy.The first two products of Nongfu Spring are health care products. Health care products are products with high profit margins but whose effects are not easy to evaluate. Especially the products of the "Jian" brand are mixed and difficult to distinguish.Companies that make health care products often put forward a concept first, such as: our children are calcium deficient, women are hypochemia, and men are lacking in energy, so we need to supplement calcium, blood, and kidneys, otherwise various symptoms and consequences will occur... Advertising is more People can't sit still, thinking that they really lack something, so they start buying and taking it.Once there is no curative effect, you may think of the "effective rate of 99%" written on the medicine bottle, "and am I the unlucky 1%?" Nowadays, companies often like to make women's health care products, because women They all pay attention to their appearance, and when they heard that there was a secret recipe, they all wanted to try it. In the end, they responded to the Jewish saying: "A shrewd businessman keeps an eye on a woman's pocket." As for the curative effect, it is hard to say.

Just like the enterprise that produced turtle essence that was later exposed by CCTV, there was only one turtle in the entire factory, and it was still dead. Are you angry? 6. Optical illusion effect.This is a relatively clever approach. For example, Nongfu Spring has always encouraged everyone to do an experiment to prove that their water is better. It asks children to use two different types of water to raise daffodils to see who grows better. In fact, in the eyes of a farmer, no water is better than manure water. Water containing manure may make daffodils grow more beautiful.There has long been such a saying in the agricultural proverb: "A crop has a flower, and it depends entirely on dung".But children don't have a strong ability to distinguish. They often have strong perceptual knowledge. How can they understand something that even experts can't distinguish?Moreover, the growth of daffodils mainly depends on water, and they do not need to eat meat or rice. Human beings are different, and their top-down environment is more complicated, and they cannot live for a few days by drinking water alone.The brilliance of Nongfu Spring lies in the fact that people can connect with themselves from the growth of daffodils, and everything is subtly subtle.

7. Suggestion therapy.Based on certain psychological principles, the essence of the advertisement is also to imply that Nongfu Spring has shown a genius-like level in this respect.Its advertising slogan is "a little sweet", is it really sweet?In fact, this is the psychological hint at work, we let 100 people taste two kinds of water blindfolded, how many people can distinguish the slightly sweet water?Advertisers know Goebbels' words: "A lie repeated a thousand times becomes the truth." Is the water in Qiandao Lake really sweet?We don't know, but after repeated hints, everyone will think: "Sweet, really sweet!"

All of the above are just a scoop of the vast ocean of knowledge about business operations. To do further research, one must go deep into life in the "sea".What the author wants to say is that the operation itself is not necessarily a bad thing, just like a gun in the hands of a good person can save others and defend oneself, but in the hands of a bad person it can kill people and cause chaos.